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Case Study: Shea3D Product Launch Integrated Campaign

Work / 02.20.2014

Red Door

2/20/2014 9:54:00 PM2/20/2014 9:54:00 PMRed Door Interactive

Red Door

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Project Overview:

Red Door partnered with Shea Homes to introduce and launch a new product called Shea3D. The Shea3D product gives potential homeowners the ability to create their perfect home by tailoring the primary living space to match their unique lifestyle. With Shea3D’s patent-pending YourPlans™, the homeowner chooses the placement of their kitchen, dining, entertainment, outdoor and other living areas to design a home that perfectly matches how they live. While paint colors, materials and finishes are important, the most critical decision a potential homebuyer will make is the floor plan – this is why Shea created Shea3D. The right Shea3D floor plan improves the way your family lives from the ground up. Red Door was challenged to introduce the new product in a thoughtful, accurate and simple way in order to communicate the benefits to our audience.

Goals:

Our goal was to effectively launch Shea3D online and in the market. We set out to develop a communication strategy and messaging hierarchy that thoughfully, clearly and simply defines the new product benefits. Ultimately, we wanted to drive interest and demand for Shea3D YourPlans™.

Tactics:

Product Platform RDI provided strategic recommendations for Shea3D’s product platform, story, positioning and identity. RDI also provided recommendations on a narrative and naming around the individual kitchen options as well as high-level exploration around the current logo and color palette.

Springboard

Positioning statement

Tagline

Logo

Floor plan naming

Online Assets RDI developed website assets to effectively tell the Shea 3D story and highlight which communities it will be available. Assets included a video script and storyboard, announcement email, dedicated landing page and call-outs on SheaHomes.com

Sales Center Collateral RDI developed collateral materials for Shea3D communities to use in the sales offices. Materials included a brochure and signage.

Results:

The Shea3D product launch finished with impressive results. The landing page garnered 17,408 page visitors with 266 sign ups from the interest list. 31% of people who saw the page, engaged with the website to explore Shea3D communities. The video was a hit with 3,917 views!

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